Marriott Rewards Debuts Tool to Preload Points Balances When Shopping at Retail Sites
Photo Credit: Marriott Rewards is making it easier for members to convert points' balances into retail purchases on sites such as Amazon and Ralph Lauren. Marriott
Skift Take
Marriott More now allows shoppers in the U.S., UK, and Canada to earn and spend Rewards points on retail purchases. And while the value proposition for spending points is a bit fuzzy, it may be a good tool for some with stray point balances.
Big-name brands such as Marriott, Hilton and United are taking their respective loyalty programs into the retail space as they explore a broader use for point balances beyond free hotel rooms or airline tickets.
Much of this industry movement is driven by data that suggests the next generation of travelers want to see more flexibility and redemption options out of a loyalty program rather than the same old big-ticket items.
But a big part of the recent loyalty program trends is also driven by profit. By setting the conversion ratio between points and retail dollars beneficially, airlines and hotels can make substantial sums of money by converting points to consumer goods — and cutting the liability of unused points at the same time.
What Marriott is Doing
Marriott is expanding its loyalty program, Marriott Rewards, to allow membe
